Michael D Higgins (Galway West, Labour)
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Question 89: To ask the Minister for Agriculture, Fisheries and Food the initiatives that have been taken by his Department to encourage consumers to buy produce in season; and if he will make a statement on the matter. [26054/09]

Brendan Smith (Cavan-Monaghan, Fianna Fail)
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There are a number of initiatives underway to promote seasonal produce. Bord Bia's 'Best in Season' promotional campaign for locally grown produce in season which was launched at the Bloom Garden Festival in the Phoenix Park over the June bank holiday weekend is one such example. This campaign will run to the end of the year. Each month the campaign will focus on the crops in season at that time. Currently the focus is on strawberries and summer salads. Promotional activities around 'Best in Season' will include press and radio promotion as well as the provision of information on the health benefits, versatility and use of fresh produce on Bord Bia's website. The Good Practice Standard and Flag for Farmers' Markets also launched at the Bloom Festival encourages farmers markets to provide market access to locally produced in-season produce.

My Department has also been instrumental in bringing together the Irish fruit and vegetable industry to facilitate and fund the recent Incredible Edibles Growing Challenge in primary schools. Over two thirds of primary schools participated in the project (100,000 children actively involved). This gave an appreciation of growing skills and an opportunity to focus on the need to increase fresh fruit and vegetable consumption. The project was rolled out by Agri Aware with assistance from DAFF and industry sponsors.